Dos Equis Gets Jumpstart on Cinco de Mayo
Outlines retail promotions, product partners to drive sales
Published in CSP Daily News
NEW YORK -- This spring, Dos Equis is leveraging the success of its 2013 Dos de Mayo program by inviting adult consumers, 21 and older, to take a new path and discover more interesting and more meaningful celebrations leading up to the Cinco de Mayo holiday. This year’s Dos Equis’ Dos de Mayo retail and on-premise program includes special limited-edition packaging, Cinco-themed cross-merchandising offers at retail, and a proprietary Dos de Mayo photo app for on-premise gatherings.
In 2013, the inaugural year of our Dos de Mayo program, Dos Equis sales grew double-digits at retail and outpaced key Mexican competitors when on feature, display or both. Dos Equis Ambar experienced 160% lift and Lager experienced 134% lift when on feature and display during the Cinco season, making Dos Equis the right brand for retailers to support during the weeks leading up to Dos and Cinco de Mayo, according to the company.
At retail, attention-grabbing limited-edition bottle labels and packaging that feature one-of-a-kind Cinco-themed artwork will stand out on shelf and on display and encourage impulse purchase. Exclusive partnerships between Dos Equis and a variety of Cinco de Mayo party essential brands, including Avocados from Mexico, RiceSelects, La Tortilla Factory, Cholulu Hot Sauce and 1800 Tequila, will provide shoppers with compelling IRC (instant redeemable coupon) and MIR (mail in rebate) offers and retailers with secondary display opportunities to drive higher basket rings. Bright, festive display and POS materials, including price cards, tuck cards, Most Interesting Man standees and a new 8-case stacker equipped with a shelf just right for cross-merchandising partner products, will draw consumers' attention and encourage purchase of Dos Equis and Cinco party essentials.
On-Premise, Dos de Mayo-themed POS and party items (where legal), including straw cowboy hats, beads, buckets and noise-makers, will grab patrons' attention and encourage them to engage with the Dos Equis custom photo app. POS prompts consumers to download the app where they can snap photos, customize them with Cinco-themed frames and stamps, and share with friends and Dos Equis' 2.8 million fans via Facebook. Patrons can also share the photos through email or other social networks. Dos Equis' Dos de Mayo photo app even allows patrons to add the Most Interesting Man himself to their photos.
“Dos de Mayo is unique to Dos Equis,” said Gwendolyn Boyce, brand director for Dos Equis, Heineken USA. “We are excited to bring back our Dos de Mayo program this year in an even bigger and more interesting way. This year’s program encourages our consumers to come together in new ways and celebrate with Dos Equis whether at home or out with friends at a favorite bar. It also provides all of the elements retailers and on-premise accounts need to drive sales of premium Dos Equis lager and Ambar during the weeks leading up to and including Dos and Cinco de Mayo.”
Dos Equis' Dos de Mayo program runs April 1 through May 5. Limited edition packaging will be available on 6, 12 & 24-packs of Dos Equis Lager and Do Equis Ambar.
Heineken USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Strongbow cider. Heineken USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.